Tsz Wong

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Purpose

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Purpose gives the fashion piece or artwork stories, which also get the audience fascinated by the artwork. Most actions by people are triggered by a purpose, using art forms to tell stories. Purpose and passion together to make the art piece more persuasive, able to influence the audience by letting them understand and be comprehensive. 

Brand philosophy is important, which plays the role of the foundation and spirit of a brand. (Mogaji E, 2021) Then evolves into the mission, vision, and value proposition of a brand, which is important in marketing. Both the internal and external environment of the company can provide proactive circumstances, furthermore to stimulate creativity and continuing unique ideas. Externally, the growth and maturity of the brand will be more remarkable in customers’ view. (Todor R, 2014) Customers in line with the same faith and purpose of a brand are targeted to be attracted, as well as developing products against other competitors. 

Celebrities and their products and events will have a positive impact on both the company and society. As the Netflix program “Living Their Values”mentions the Black Matter Protest, which influences more black people to get employed. At the same time, the company set clear guidance, like The Brand Advocacy Map, which shows how a company’s path could affect society. Which tells how companies can continually achieve their goals and aims. (Curry L, 2020) 

According to McKinsey & Company (2018), the topic of Generation Z is defining their identity. In the environment of allowing social networking online, being unique and standing out are their behaviour. Companies can have a principle of defining identity or looking for characteristics, which will be one of the ways to communicate with their customers. Especially, to stand out in generation Z personalities and characteristics, products to be customised and attract many Generation Z consumers. 

According to my own experience, as a Generation Z, having customising products does attract me to buy them. It was an experience that YSL had a promotion of free laser cutting words on their lipsticks. Cosmetics brands have cutomised eye shadow palette, allow customers to choose the inly shades they needed. 

Companies can communicate their purpose to Generation Z by using different technology and social media, as having interesting interactions will allow them to favour the brand. Also, the idea has to be special and unique, so that they experience differences from other brands. Oppositely, they might feel bored and lose interest in the brand.

Reference : 

Emmanuel Mogaji, 2021 Brand Management 

Francis, T. and Hoefel, F., 2018. True Gen’: Generation Z and its implications for companies. McKinsey & Company

Latin Curry, 2020 How Brands Can Follow Through on the Values They are Selling 

Raluca-Dania TODOR, 2014 The importance of branding and rebranding for strategic  marketing 

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Profit

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Profit can be defined as the reward in the industry. Luxury brands such as Hermes, Chanel, Dior, etc. Their history and principles have existed for years, even decades. These brands are popular in many places, which allows them to have a high profit as a result. Moreover, people who are wearing those brands also represent their reputation. 

The size of the fashion industry can be massive, which involves many people and money. In the US, which involves 22000 companies and 675000 people. (Sen A, 2008) Including growing cotton, fabric so on to retail which requires a lot of money and people. 

There are different sectors to perform different roles in the industry. In recent years, technology has involved the fashion industry, playing different positions such as marketing, and online fittings. Then the collected data will be analysed to allow the company to improve. This allows designers less workload and works differently from the traditional ways. (Sun L, Zhao L, 2017) During the COVID pandemic, many cosmetic brands use AI technology is elicited because of sanitising problems. Using AI technology to do skin testing become a topic. Then more and more companies use this technology for people to shop online as well so that they can order products online with the more accurate colour tone of foundation or lipsticks. 

Social media is also another tool that is important for being competitive. People nowadays mostly have more than one social media, and most of them look at it daily. By using social media, people are more often getting information passively, even people who did not search for it. (Hethorn J, Ulasewicz C, 2015) Companies can use interesting advertisements to attract people to consume, which is another selling point and method to attract customers. For example, Maybelline made an AI advertisement for their Sky High Mascara, which blew many people’s minds by using buses and buildings, tubes and tunnels to rematch with eyelashes and mascara.   

Furthermore, the dual leadership of partnering with the cultural and creative industry are more common nowadays. Building up small and medium-sized companies on these two basic foundations is more often to succeed in the industry. (Overdiek O, 2016) Nowadays, art and fashion are more linked and related together, such as putting fashion into museums and galleries. 

Reference : 

Sen A (2018) The US fashion industry : A supply chain review 

Sun L, Zhao L (2017) Technology disruptions: exploring the changing roles of designers, makers, and users in the fashion industry

Hethorn, J., & Ulasewicz, C. (eds). (2015). Sustainable Fashion: What’s Next? A Conversation about Issues, Practices and Possibilities. New York: Bloomsbury

Overdiek, Anja. (2016). Fashion designers and their business partners: Juggling creativity and commerce. 

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People

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People play different important roles in the fashion industry, manufacturing, marketing, and even demand all are affected by people. Trending depends on the demand for products, resulting in profit gain in the fashion industry. Moreover, being familiar with the type of customers and acknowledging the leadership skills will back up a company’s success. 

The pop-up of fast fashion, which stimulates people to buy more especially affected by Gen Z. Generation Z is the digital first generation, born between 1996 and 2010 which was affected by similar global issues such as COVID-19. They spend the majority of their time online on social media, blogs, online forums, etc, therefore they shop online more than in real life. As they have spent so much time on Instagram, TikTox etc, a large amount of Gen Z would buy products by the advertisement on the social media they daily watch. (McKinsey, 2023) 

Moreover, influencers from YouTube or any other social media are becoming more popular these days. Those influencers always promote products that state “they are truly recommended as they used it”. Influencers also have an identity that is more down to earth, so that more viewers rely on them, resulting in bringing a significant profit on products they are promoting. 

In a generation of equality, brands have marketed their company with equality by stating the diversity of their products. For example, Mac (1)  and Fenty Beauty (2) promote their foundations to fit everyone from different nationalities on their website. Introducing diversity concepts to their customers makes more people feel inclusive. This marketing strategy may increase the profit and also gain a better reputation globally. 

Another successful factor of a brand is not just diversity externally, but also inside the company. Good communication skills with different people from different backgrounds are also a key factor that leads to success. Avoiding misunderstanding is important, which can improve progress inside the company as well as relationships between each other. Cross-cultural communication also improves the international marketing of a company to be global and diverse. (Okoro E,2012) Intercross-country communication also broadens the range of ideas with inspiration and experience from different people from different backgrounds and nationalities. 

Many companies are attempting to maintain sustainability and equality in people, which improves the fashion industry in different circumstances. 

Reference : 

What is Gen Z ? (McKinsey and Company, 2023) 

  1. Mac foundation : https://www.maccosmetics.co.uk/foundation-shade-finder 
  2. Fenty Beauty Foundation : https://fentybeauty.com/collections/makeup-foundation/products/pro-filtr-soft-matte-longwear-foundation-420?variant=35178864508973 

Cross-Cultural Etiquette and Communication in Global Business: Toward a Strategic Framework for Managing Corporate Expansion (Ephraim Okoro,2012)

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Planet

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The pillar of the planet is to rethink how the fashion industry impacts the planet in different ways, such as the environment and people. Patrick McDowell graduated from Central Saint Martin and released a fashion series called “Cinderella Goes to the Football ”. It advocates no pre-making and customizing for customers, and also provide cleaning and repairing service to take the most opportunities to maintain sustainability.

According to (Antero H, Jouni K, Jyri S, 2018) defining the term Circular Economy. It is a concept promoted by the United Nations, recommended as an action to excite economic growth and balance a sustainable environment and economic development. In fashion, the circular economy will focus on targeted activities to aim for productivity and consumption increases. The model of a New textile economy (Ellen MacArthur), allows the awareness of impacts of microfibres, which increase clothing lifespan and rapid improvement of recycling. Result of using safe and sustainable accessible material. 

In terms of sustainability in fashion, there are many impacts on the planet in different curricula. The effect of fast fashion, “Just-in-time” technology increases 30-40% of products for unessential markets stated (Gwilt. A, 2020). The low price of fashion products are exchanged by hiring cheap and child labour working in unsafe environments and overloading working hours. (Rachel B, Christine C, Erika H, 2018)

On the other hand, in the cosmetic industry, the majority of biopolymers are wasted during the processing of products as well as packaging and shipping. Those wastes are exiled to the environment which causes pollution and other kinds of harmful influence. (Arun Gupta, Shreya Gupta, Swati Sharma, Ashok Kumar Nadda, Mohamed Saad Bala Husain)

The United Nations had proposed the 17 Sustainable Development Goals (SDGs). Goal 13 is Climate Action, take immediate action against climate change and the arise influences. There are cosmetic brands that use biopolymers such as starch, food disposal or any biodegradable material with technology like tissue engineering to redesign sustainable packaging. By introducing biodegradable and environmentally friendly material to both fashion and cosmetic industry to improve the sustainability level. (Anelise C, Ritanara B, Isabel G, Izamara S)

Reference : 

“Circular Economy: The Concept and Limitations’ (Antero H, Jouni K, Jyri S, 2018) 

A Practical Guide to Sustainable Fashion (Gwilt. A, 2020)

“The global environment injustice of fast fashion” (Rachel B, Christine C, Erika H, 2018)

 “Biopolymers from waste biomass and its applications in the cosmetic industry” (Arun Gupta, Shreya Gupta, Swati Sharma, Ashok Kumar Nadda, Mohamed Saad Bala Husain)

“Plastics and Microplastic in the Cosmetic Industry: Aggregating Sustainable Actions Aimed at Alignment and Interaction with UN Sustainable Development Goals” (Anelise C, Ritanara B, Isabel G, Izamara S) 

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A Favourite Cosmetic Brand

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My favourite cosmetic brand is 3CE & Stylenanda, under L’Oreal.
It is a brand from South Korea, and it is really popular in East Asia. The makeup products from 3CE is the post famous of this brand, especially eyeshadow, blush and lip products. There are a wide ranges of colour tone for makeup products. Which allows customers with different skin colour tone to get what suitable for them. The packaging is loved by the young generation. As well as the price is affordable for majority of people especially benefit the students. 

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